In 2025, a mix of broadcast and streaming strategies will dominate local advertising as shifting consumer behaviors push dealerships to adapt. With more buyers conducting research and transactions online, traditional marketing methods must evolve. Targeted, data-driven strategies now offer dealerships greater returns on ad spend and stronger consumer engagement.
The Power of Local Advertising
Dealerships serve as the bridge between consideration and purchase, making local advertising crucial. Broadcast seamlessly integrates with digital and streaming platforms, delivering highly relevant messaging to local buyers.
Broadcast TV remains valuable, particularly through local news programming. According to Locality’s Local Lift report, 43% of viewers view brands advertised during local news more favorably. This trust and credibility make broadcast an essential component of a dealership's localized advertising approach.
By leveraging broadcast within a broader cross-platform strategy, dealerships can enhance engagement and drive measurable results.
Local vs. National Campaign Strategies
Many dealerships mistakenly use national advertising strategies for local campaigns, focusing on broad brand recognition rather than community-specific engagement. Research shows that localized campaigns—highlighting dealership locations, regional promotions, and community involvement—outperform generic national messaging.
A study comparing local dealership video ads to national auto brand campaigns found that localized ads led to a 6-percentage point lift in brand favorability, a 5-percentage point increase in advertiser trust, and a 9-percentage point boost in community connection. National advertisers can drive engagement and sales by incorporating localized, authentic content that builds trust and purchase consideration.
Balancing Broadcast and Streaming for Maximum Impact
While streaming video enables precise targeting, broadcast remains a cornerstone of consumer trust and reach. Viewers spend an average of 3 hours and 46 minutes per day on broadcast TV, followed closely by 3 hours and 12 minutes on streaming. For dealerships, balancing these platforms ensures maximum ad effectiveness.
Broadcast builds mass awareness and aligns with trusted local programming while streaming homes on in-market buyers with addressable ads. Using both mediums helps dealerships capture attention and guide buyers through their purchasing journey.
Embracing Cross-Platform Video
Dealerships must embrace cross-platform video advertising, which enables real-time testing, dynamic storytelling, and creative optimization. This approach ensures maximum reach and relevance in a constantly shifting market.
The rise of cross-platform analytics, powered by automated content recognition (ACR) data, is setting a new standard for campaign measurement. ACR data captures viewership across broadcast, streaming, and linear TV, offering valuable audience insights. Locality’s partnership with Inscape unifies these data sources, helping dealerships measure impact and refine strategies with location-specific insights.
By combining local broadcast TV with targeted premium streaming video inventory, dealerships can create seamless, high-impact cross-platform campaigns.
Standing Out in a Competitive Market
Localized advertising offers dealerships a distinct advantage in a crowded market. Unlike national campaigns with broad brand messaging, localized ads highlight specific dealership benefits, such as community involvement or superior customer service.
Blending targeted streaming and broadcast TV maintains consistent branding and ensures effective audience reach. This dual approach helps local dealerships compete even against larger national budgets.
Key Takeaways for Dealerships
To succeed in today’s evolving ad landscape, dealerships should focus on:
- Adopting a Localized Approach – Shift from generic national messaging to ads tailored to local buyers’ preferences.
- Leveraging Cross-Platform Campaigns – Combine the precision of streaming with the reach of broadcast for impactful campaigns.
- Investing in Data-Driven Tools – Use advanced analytics to optimize creative assets dynamically and maximize ROI.
- Embracing Changing Viewing Habits – Deliver personalized, addressable ad messages to in-market buyers across multiple platforms.
- Highlighting Local Value – Differentiate your dealership with unique promotions, community involvement, and personalized service.
By refining local advertising strategies, dealerships can gain a competitive edge, increase brand loyalty, and drive measurable results. As consumer demand for localized messaging grows, investing in cross-platform local video campaigns is an opportunity national advertisers can no longer afford to ignore.
About the Author
Ann Pero Hailer is president of broadcast at Locality, a leading local video advertising solutions provider committed to helping brands harness the power of local advertising.
